<b>When 'broad' beats narrow targeting</b>

<b>When 'broad' beats narrow targeting</b>

New advertisers stack 12 interests, three behaviors, and a tiny age range, then wonder why it's expensive. Let's rethink.

Broad targeting = giving TikTok very few rules and letting its system find buyers for you.

Why it often wins: TikTok's algorithm reads who actually <i>watches and converts</i>, then chases lookalikes of them automatically. Tight manual targeting fights that engine instead of feeding it.

A gentle starting recipe:
— First, set country, broad age (say 18 to 45), and language
— Next, leave interests and behaviors empty, or add just one
— Let your creative do the targeting — the right video pulls the right people

This needs a pixel with data, so it learns who 'good' looks like.

Try this: clone a narrow ad group, strip it to country plus age, give it equal budget, and compare after 50 events. Don't worry — broad feels scary, but it's often calmer.